Advancements in consumer connectivity and digital technologies are seeping into every sector, including healthcare. Consumers have raised the bar on what they expect from healthcare providers and are increasingly using their individual ability (as well as their collective actions) to control how they manage their health, wellness and fitness experiences. While providers in all healthcare segments have made steady efforts to be more patient-centric, work still needs to be done to see the benefits of consumerism that has become the norm in other parts of their day-to-day lives.
How does consumerization impact healthcare strategies?
As healthcare executives modernize their business strategies to address consumer health, they will increasingly need to acknowledge patients’ demands to access information, compare prices, schedule appointments, get references and pay for healthcare services—within a unified, omnichannel experience (See Table 1).
The same thinking needs to apply to life sciences, hence pharmaceuticals, biotech and medical device executives need to move beyond traditional, antiquated communications in favor of more modern, digital engagement channels to engage with consumers.
Many life sciences organizations are new to customer journey mapping as consumers traverse in and out of their branded experience and those of external partners. It will be important to draw in new skill sets and capabilities in areas such as experience design and cognitive engineering to step up their game.